AnalysisAnalysis ofof Magazine Magazine adsads

In this slideshow I will analyze four different In this slideshow I will analyze four different magazine ads. I will explain which of the basic magazine ads. I will explain which of the basic

human needs that the ads appeal to, the human needs that the ads appeal to, the marketing technique the ad is using, how the marketing technique the ad is using, how the ad is framed so that it catches the consumers’ ad is framed so that it catches the consumers’ attention, and what other type of meanings are attention, and what other type of meanings are

expressed in the ad. expressed in the ad.

VolkswagenVolkswagenThis ad appeals to the basic human need for This ad appeals to the basic human need for

fun. The evidence is that the man, once fun. The evidence is that the man, once getting the Volkswagen and the free guitar getting the Volkswagen and the free guitar with it, is now jumping and having fun while with it, is now jumping and having fun while the others who don’t have the Volkswagen the others who don’t have the Volkswagen are grumpy and slumped to the side. are grumpy and slumped to the side.

The marketing technique this ad is using is The marketing technique this ad is using is branding. It shows a person playing a branding. It shows a person playing a guitar which is considered by most guitar which is considered by most teenagers as “cool” and “trendy” and teenagers as “cool” and “trendy” and ultimately, people who are “cool” and ultimately, people who are “cool” and “trendy use a car like Volkswagen.“trendy use a car like Volkswagen.

The consumer’s attention is immediately The consumer’s attention is immediately focused on the guitarist jumping through focused on the guitarist jumping through the air as typically done by famous rock the air as typically done by famous rock singers and artists, who are considered as singers and artists, who are considered as examples or models of people who know examples or models of people who know how to have fun in life primarily through how to have fun in life primarily through their music. The message that carries their music. The message that carries through is that Volkswagen owners are through is that Volkswagen owners are people who know how to have fun.people who know how to have fun.

TagTag

This ad appeals to the basic human need This ad appeals to the basic human need for power. Tag makes the user feel for power. Tag makes the user feel attractive and important as evidenced attractive and important as evidenced by the number of girls who want to get by the number of girls who want to get close to the guy in the ad.close to the guy in the ad.

The marketing technique of perceptions of The marketing technique of perceptions of beauty is effectively used here beauty is effectively used here because it shows that if you use the because it shows that if you use the product, you will be more handsome product, you will be more handsome and irresistible to women.and irresistible to women.

Who wouldn’t want to be this guy? The Who wouldn’t want to be this guy? The consumer’s attention is grabbed by the consumer’s attention is grabbed by the number of girls fighting to win the guy number of girls fighting to win the guy over, clearly he has the power over over, clearly he has the power over them. Attractiveness is almost always them. Attractiveness is almost always equated with power because most equated with power because most people gravitate to, listen to and follow people gravitate to, listen to and follow people who are attractive.people who are attractive.

PepsiPepsi

The ad illustrates the basic human need for The ad illustrates the basic human need for fun. It’s a picture of a middle aged fun. It’s a picture of a middle aged businessman who’s having fun playing businessman who’s having fun playing with his drink by blowing bubbles with with his drink by blowing bubbles with it.it.

The marketing technique used is values The marketing technique used is values association, specifically nonconformity. association, specifically nonconformity. While everyone else is sitting in their While everyone else is sitting in their cubicles, typing away, writing about cubicles, typing away, writing about their sad lives, you’re blowing bubbles, their sad lives, you’re blowing bubbles, forever young.forever young.

The image of a conservatively well-dressed The image of a conservatively well-dressed man contrasting with the overflowing, man contrasting with the overflowing, bubbly drink immediately catches one’s bubbly drink immediately catches one’s attention. The focus is then directed to attention. The focus is then directed to the caption at the bottom right hand the caption at the bottom right hand corner and you can’t help but smile at corner and you can’t help but smile at the thought that no matter how old you the thought that no matter how old you get, you can still have fun in life. It’s all get, you can still have fun in life. It’s all a state of mind.a state of mind.

MacquarieMacquarie

Freedom is the basic human need that is fulfilled Freedom is the basic human need that is fulfilled by this ad. It shows that if you use by this ad. It shows that if you use Macquarie, they are the ones who are most Macquarie, they are the ones who are most capable of seeing things in the financial capable of seeing things in the financial world which can lead to your being world which can lead to your being financially independent.financially independent.

This ad uses the marketing technique of values This ad uses the marketing technique of values association – frugalness. The ad suggests association – frugalness. The ad suggests that Macquarie spots things better and that Macquarie spots things better and faster than other business advisers and faster than other business advisers and therefore, helps your business succeed in therefore, helps your business succeed in ways that other advisers may not have the ways that other advisers may not have the capacity to help you with.capacity to help you with.

The use of an optical illusion is used very The use of an optical illusion is used very strategically because it illustrates how strategically because it illustrates how Macquarie can identify and separate Macquarie can identify and separate successful business opportunities from successful business opportunities from losing propositions. The ad exudes losing propositions. The ad exudes confidence in a company who are sharp and confidence in a company who are sharp and always on the lookout for your best always on the lookout for your best interests.interests.